Civic or Communal value: What does your campaign deliver?

I think we all know that marketing has changed. It is not about the message anymore but it is about the value you bring.

An interesting TED talk by Clay Shirky discusses how the world is creating value with our cognitive surplus, and this value comes in one of two forms; civic or communal.

Now that you have seen the video how will you utilize your next campaign to benefit from this cognitive surplus? How will you design your campaign to provide intrinsic motivation to benefit from the generosity of your community? And finally, will you design your campaign to create communal value (Doritos) or civic value (Pepsi refresh)?